ASMR (autonomous sensory meridian response) has seen a big upswing with social media, with Youtubers dedicated to the pleasure technique reaching millions of followers. If the obscure acronym doesn’t give it away, ASMR is an as of yet non-scientific and undocumented sensation often described as a ‘euphoric’ tingling sensory experience elicited by visual and acoustic stimuli. Many fancy words to describe something that scientists aren't even sure really exists - the people who have experienced it seem pretty sure, though.

In its Youtube form, ASMR is often stimulated by speaking softly or whispering while doing mundane repetitive tasks and creating textured sounds by tapping, scratching or stroking objects. That seems to be what IKEA is going for. In the video, a female presenter speaks softly while stroking different pieces of IKEA furniture.

The question is: Will you relax better with IKEA furniture? Use good headphones to find out.